What are key differences in how you enable a sales team for SMB buyers vs mid-market and enterprise?

Your sales enablement strategy should reflect your persona and buying journey research. Strongly understanding how your SMB and Enterprise buyers learn, research, and make decisions should inform your enablement content.

Some questions to consider as you equip sales with content and insights:

• How does the customer learn about your products and services? 

• How does the customer compare and research your product vs. others? What resources do they use (e.g., marketplace listings, industry reports, analyst research, etc.)?

• Why do customers choose you over your competitors? Why do customers churn from your product?

•  Who is involved in the decision to purchase your product? What role do they play, and what information do they need to decide to move forward with a solution?

Typically, SMB buyers need to be educated on solutions to challenges they face, whereas Enterprise buyers better understand the solutions and capabilities they are looking for. As you enable your sales team on each respective segment, ensure they know how your content addresses the segment buyer's needs and knowledge gaps.